Eastwind has implemented a CVM solution for Tele2

2025: EW Marketing Platform Implementation

Eastwind won a tender for the introduction of the EW Marketing Platform (EW MP) for mobile operator Tele2 in Kazakhstan. This solution will become a key tool in the orchestration of targeted marketing based on artificial intelligence and advanced analytics. Eastwind announced this on January 27, 2026.

The platform in this project includes two modules:

• EW AdTarget: Campaign Manager for Advanced Segmentation and Marketing Campaign Management;
• EW Event Processing System: a trigger platform for real-time communications.

EW Marketing Platform also includes Eastwind's machine learning infrastructure and ML model development services. However, in this project, these components were not required, since the customer has already implemented the big data system to form subscriber profiles.

Previously, Tele2 used the solution of another supplier. When the contract came to an end, the operator decided to evaluate the market and learn about new solutions that correspond to current business priorities.

According to the results of the technical assessment, the EW MP was recognized as the best solution. The operator also took into account the high ratings for NPS and the representation of the solution in the Kazakhstan market, which simplifies the hiring and training of specialists.

According to Pavel Serdyuk, director of the Tele2 subscriber base management service, this platform will allow the operator to transform marketing processes, move to hyper-personalized communications and ensure a high level of client service.

EW MP fully meets the operator's requirements:

• allows you to run thousands of campaigns simultaneously without compromising speed;
• supports real-time trigger communications;
• integrates with different channels, including mobile application, site, SMS, USSD and others.

The parties signed the contract in August 2025. By November 2025, Tele2 had prepared the infrastructure, and the project team began deploying the modules. MVP is scheduled for the first quarter of 2026, with a full launch with all channels connected - for the fall of 2026.

Following the implementation, Tele2 will be able to build a new client communications architecture in real time, where automation, analytics, artificial intelligence and omnichannel will play a key role.